Officials say it is early in the process and finding a sponsor could take a couple of years. Specialists in sports marketing say the fairgrounds doesn't really get enough regular television exposure to make it a key draw for a corporate sponsor.
Naming rights of the state-owned fairgrounds -- which would be the first in the nation for that type of facility -- are worth about $735,000 a year, according to a branding consultant. Sempra Energy declined the opportunity because of the limited audience, however.
Fairground officials say the sponsor's name would be displayed for the 3 million visitors who pass through the gates each year to attend the fair, thoroughbred races and other events.
The fairground isn't the only facility having trouble selling naming rights. The Padres have been unable to find a naming-rights sponsor for the uncompleted downtown ballpark.
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